發(fā)布時(shí)間：2019-06-14 14:13

【摘要】：2010年2月上旬,廣州BRT快速公交系統(tǒng)正式運(yùn)營(yíng),它是市政府為了貫通廣州市最核心的經(jīng)濟(jì)商圈天河區(qū)以及最核心的居住區(qū)黃埔、東圃而特設(shè)的新型公共快速客運(yùn)系統(tǒng),是一種大運(yùn)量的交通方式,能有效地緩解廣州的交通壓力。而B(niǎo)RT線(xiàn)路的開(kāi)通,將為廣州新增一批候車(chē)亭廣告燈箱,其將成為廣告投放媒體的絕佳選擇。其實(shí),在戶(hù)外廣告的眾多媒體類(lèi)別中,候車(chē)亭廣告以其獨(dú)有的特點(diǎn),特別地受到業(yè)界的認(rèn)同和重視。在廣州,候車(chē)亭廣告的發(fā)展已相對(duì)成熟,并已形成一個(gè)較為統(tǒng)一的模式。作為一個(gè)人口超1400萬(wàn)的大城市,廣州人流出行量巨大,加上公交系統(tǒng)的日益完善、公交網(wǎng)絡(luò)的全面覆蓋,都能為候車(chē)亭廣告帶來(lái)很好的投放效果,并為廣告主帶來(lái)良好的效益。 在BRT的線(xiàn)路上,一共設(shè)有52個(gè)站臺(tái),共有候車(chē)亭大燈箱119個(gè),238面;小燈箱1116個(gè),2232面。在如此巨大出行人流的區(qū)域,現(xiàn)有這么龐大的廣告媒體資源,再加上BRT候車(chē)亭獨(dú)特的設(shè)計(jì),此處正是廣告主投放廣告的絕好位置。擁有這樣的候車(chē)亭廣告媒體資源,作為其經(jīng)營(yíng)者的AB廣告公司,如何尋找合適的廣告主并制定行之有效的招商營(yíng)銷(xiāo)策略,將決定著整個(gè)項(xiàng)目未來(lái)的運(yùn)行狀況,并對(duì)公司將來(lái)的良好發(fā)展起著重大的作用。 文章分5個(gè)部分進(jìn)行闡述,重點(diǎn)在第三章的環(huán)境分析與第四章的營(yíng)銷(xiāo)策略上。分析的基礎(chǔ)是建立在文獻(xiàn)資料的研讀及公司實(shí)地調(diào)查得出的數(shù)據(jù),并結(jié)合其他因素對(duì)項(xiàng)目所面臨的宏觀環(huán)境、競(jìng)爭(zhēng)環(huán)境進(jìn)行詳細(xì)分析,得出SWOT矩陣,然后對(duì)市場(chǎng)進(jìn)行簡(jiǎn)要的劃分,從而確定目標(biāo)客戶(hù)。在這一系列的分析后,結(jié)合營(yíng)銷(xiāo)4P理論對(duì)項(xiàng)目的營(yíng)銷(xiāo)策略作了仔細(xì)的研究,最終得出一定意義的結(jié)論。 鑒于個(gè)人能力及研究范圍有限,文章不可避免地存在不足之處。但總的來(lái)說(shuō),本文所研究的課題具有一定的理論和現(xiàn)實(shí)意義,并將作為項(xiàng)目開(kāi)展的依據(jù)。
[Abstract]:In early February 2010, Guangzhou BRT bus rapid transit system was officially operated. It is a new type of public rapid passenger transport system specially designed by the municipal government in order to connect with Tianhe District, the core economic circle of Guangzhou, as well as the core residential area of Huangpu and Dongpu. It is a kind of traffic mode with large traffic volume, which can effectively alleviate the traffic pressure in Guangzhou. The opening of BRT line will add a number of waiting booth advertising light boxes for Guangzhou, which will become an excellent choice for advertising media. In fact, among the many media categories of outdoor advertising, waiting booth advertising has been especially recognized and valued by the industry because of its unique characteristics. In Guangzhou, the development of waiting booth advertising has been relatively mature, and has formed a more unified model. As a big city with a population of more than 14 million, Guangzhou has a huge flow of people, coupled with the increasing improvement of the bus system and the comprehensive coverage of the bus network, can bring good results for the advertising of waiting booths, and bring good benefits to advertisers. On the BRT line, there are 52 platforms, 119 light boxes, 238 light boxes and 1116 light boxes, 2232 light boxes. In such a huge tourist area, the existing huge advertising media resources, coupled with the unique design of the BRT waiting booth, this is the perfect place for advertisers to advertise. With such waiting booth advertising media resources, as its operator of AB advertising company, how to find suitable advertisers and formulate effective investment marketing strategy, will determine the future operation of the whole project, and play an important role in the future development of the company. The article is divided into five parts, focusing on the environmental analysis of the third chapter and the marketing strategy of the fourth chapter. The basis of the analysis is based on the data obtained from the study of literature and the field investigation of the company, and combined with other factors, the macro environment and competitive environment faced by the project are analyzed in detail, the SWOT matrix is obtained, and then the market is briefly divided to determine the target customer. After this series of analysis, combined with the marketing 4P theory, the marketing strategy of the project is carefully studied, and finally a certain meaningful conclusion is drawn. In view of the limited scope of personal ability and research, there are inevitably shortcomings in the article. But generally speaking, the topic studied in this paper has certain theoretical and practical significance, and will be used as the basis for the development of the project.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類(lèi)號(hào)】：F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 許曉明;;戶(hù)外廣告?zhèn)鞑バЧ奶嵘呗訹J];產(chǎn)業(yè)與科技論壇;2009年01期

2 張翔;;也說(shuō)戶(hù)外廣告管理[J];廣告大觀;2005年11期

3 夏亞靈;;我國(guó)城市經(jīng)營(yíng)型戶(hù)外廣告管理法規(guī)研究[J];廣告研究(理論版);2006年05期

4 魏仁干;十堰市戶(hù)外廣告媒體投放效果研究[J];湖北汽車(chē)工業(yè)學(xué)院學(xué)報(bào);2005年03期

5 金力;;淺談戶(hù)外廣告媒體的形式轉(zhuǎn)變[J];遼寧經(jīng)濟(jì)職業(yè)技術(shù)學(xué)院(遼寧經(jīng)濟(jì)管理干部學(xué)院學(xué)報(bào));2007年04期

6 李文翎;周俊滔;黃競(jìng);呂拉昌;;廣州市中山大道BRT主干道的聯(lián)動(dòng)分析[J];熱帶地理;2010年02期

7 呂海平;劉克飛;;淺析精準(zhǔn)營(yíng)銷(xiāo)理念對(duì)戶(hù)外廣告發(fā)展的影響[J];商場(chǎng)現(xiàn)代化;2008年22期

8 盧燦;;武漢市候車(chē)亭廣告發(fā)展可行性建議書(shū)[J];時(shí)代經(jīng)貿(mào)(下旬刊);2007年07期

9 李曉春;;談我國(guó)戶(hù)外廣告業(yè)的發(fā)展趨勢(shì)[J];商業(yè)時(shí)代;2008年26期

10 展寶貞,戰(zhàn)秉聚;對(duì)城市文化建設(shè)的思考[J];理論學(xué)習(xí);2003年05期

，

本文編號(hào)：2499449